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Demographic Research for Marketing: Getting Started

A demographic profile is an important aspect of a marketing plan because it allows the company to cater the products, delivery methods, and price points to the actually needs and expectations of the target consumer. An effective demographic profile of a company's target customer also allows a company to determine which outlets are the best way to reach this customer when marketing its products and services.

Some of the most important questions to ask are...

Who are customers? 

What is the purchasing power of my target audiences?

What are the attitudes, opinions, values, and tastes of these customers? (Psychographics)

A company can compile and analyze data about its target demographic using surveys and other data tools, or a company can use secondary data, or already compiled data reports or statistics, to answer the same types of questions. This type of information can be found in trade and industry reports, press releases, and publications, from market research reports, from other research platforms, and from the census and other government information. There is a seperate page under this tab that covers the vast array of government information that can be used for demographic research.

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